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The
Listing Agent - Marketing Your Home to Homebuyers
Advertising
in General
Every home seller likes to be assured
that their listing agent or the real estate company will run ads
featuring their home. Newspaper ads could be large display ads with lots
of listings or small classified ads featuring just your property. Ads
may also appear in local real estate magazines and your listing will
also show up on the Internet.
Of course the agents and companies will
run ads featuring your house, but not for the reasons you expect.
You see, the main job of advertising is
not to sell your house directly. Advertising creates phone calls and
some of those callers become clients of the agents answering the calls.
This builds up a pool of homebuyers looking for property in general, all
represented by selling agents (buyer's agents). Multiply this by all the agents and
companies who also advertise homes, and there is a large pool of
homebuyers in the market at any given time – all of whom are
represented by selling agents.
The agents representing those homebuyers
know about your home because it is listed in the Multiple Listing
Service, has been on office and broker preview, and because your agent
may have also sent flyers to all the local real estate offices.
The agents
match up their clients with available homes, one of which
may be yours. Then they show the homes to their clients,
who eventually make an offer on one. That is how
your house gets sold.
Ads create
a pool of clients, one of which buys your home. Ads do not
usually sell your house directly.
copyright 2000 by Terry
Light and RealEstate ABC, revised 2002
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